The New York Times is expanding its output across an increasingly diverse slate of channels – from ink and digital pages to podcasts and virtual reality.


Tracie Lee, product design director, The New York Times

But if the Gray Lady has rapidly transcended its print origins, the 167-year-old brand is still required to address the eternal conundrum for the news industry: simultaneously meeting the needs of its readers and advertising partners.

“The experience of reading the news: You want to make sure that people are getting into that [and] that the ads are not intrusive,” Tracie Lee, product design director at The New York Times, explained to a SXSW 2019 audience in Austin, Texas.

“But you have to consider that, fundamentally, [for] the business of The New York Times, advertising is part of that.”